Estrategias de marca país para fortalecer la imagen del Ecuador en mercados internacionales.

Abstract

The central problem guiding this research is the lack of continuity in nation brand management, coupled with a lack of strategic coherence and inter-institutional coordination. This situation has resulted in a fragmented projection of the country and has significantly limited its impact on international reputation, tourism, exports, and investment attraction. This research aims to analyze the different nation brand strategies implemented by Ecuador between 2015 and 2025 and propose guidelines to strengthen the country's image in international markets. To achieve this objective, the study employs a qualitative approach, utilizing documentary analysis of official campaigns, institutional reports, and specialized literature, complemented by interviews with experts in marketing, foreign trade, and tourism. Furthermore, it will examine the historical evolution of the nation brand in Ecuador, the meanings of its visual identities, the theoretical foundations of nation branding, and various case studies of countries with strong international standing that will serve as reference points. Based on this analysis, strategic proposals will be formulated that articulate three fundamental aspects: the state, society, and production, in order to improve the coherence and effectiveness of the country brand by 2026.